2. Market background
3. STP strategy of canon
4. 4P strategy of canon
5. Future strategy
1) Origin of Nikon
◎ During World War, Japan was required to develop technology and was assisted by Germany. German companies trained the Japanese engineers.
◎ After the War, the engineers joined technical company Nippon Kokaku, which was found in 1913 by government(Later it changed Nikon)
◎ First they mimicked the German camera Contax and Leica, Later they develop their own model and become popular in Japan after 1950s.
2) Origin of Canon
◎ Canon started the camera business in 1933, 20 years after Nikon.
◎ Their first brand name was Kwanon, the name of the Buddha for the mercy. They were named such because the founder of canon has a firm religious faith. After WW2, the company enhanced the size and changed the name into Canon, similar pronunciation to the original name and has a universal meaning of ‘standard’.
3) Paramount of Nikon
◎ After 1960, Nikon ascended to the world top camera manufacturer.
◎ Nikon was famous for the firm and stable body and realistic photo
quality for 30 years.
◎ Explanation of the strong body is a joke among the photo journalists who attended the War: Although the journalist dies in the battlefield,
the camera survives and tell the scene of fierce war.
4) Strikes of Canon
◎As a follower, Canon challenged by shortening life cycle of the
flagship product(from 7~8 years to 3~4 year).
◎Canon adopted the modern design in the body and got attention at 1988 and 1992 Olympic. While Nikon still kept the cycle of 8 year for
a new product.
◎In 1999 Nikon released first DSLR, D1. A year later Canon released
1D, which has superb quality to Nikon D1. That was the time that
long-time leader changed.
5) Mistakes of Nikon
◎ Nikon still believed there will be a sustainable demands for film style SLR(Single Lens Reflex).
◎ Nikon neglected the necessity of developing their own digital photo engine(program and electric module inside the camera) and depended on Sony for their image processor, whereas Canon concentrated to develop their unique imaging engines and chipset.
◎ In 2004 Nikon issued F6, the last Film SLR. The market, however, already flowed to the digital. Later it is analyzed by experts that Nikon’s conservatism was the lethal mistake.
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